Kanye West, one of the most influential rappers of all time, has found himself in another mess. Being the most controversial and outspoken celebrity, Kanye has received both praise and criticism. Whether it’s a statement about 400 years of slavery or his marriage to ex-wife Kim Kardashian, he somehow manages to get caught up in controversies every other day. . Kanye is not only a musician but also a fashion designer, with a clothing brand called Yeezy. His collaboration with Adidas 7 years ago became a high-end limited edition and general release offered by the Yeezy Boost sneaker line. The first shoe model Booster 750 was released in February 2015.
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Kanye West x Adidas go back a long way after falling out with Nike
Kanye originally designed a shoe for Adidas in 2006 which was never released. In 2013, when Nike failed to pay him royalties for his shoe designs, Ye left and eventually contacted Adidas. As part of the partnership with Adidas, Kanye retained 100% ownership while having full control over the creation of the products marketed. This agreement worked well for more than 6 years.
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The deal-breaker for Kanye-Adidas
Although Kanye retained his ownership of the brand, he revealed that Adidas went ahead with the Yeezy Day idea without his approval. On Tuesday, the brand celebrated the fourth annual Yeezy Day and launched new products as part of the deal signed with the rapper. This prompted a backlash from the 45-year-old. The 6-year collaboration doesn’t seem to be going well for Ye, and his criticism and slams towards the company have been on the rise lately. In an Instagram post to Complex, Ye revealed the launch of Yeezy Day. Ye wrote:
“Adidas came up with the idea of Yeezy Day without my approval, then went and brought back older styles without my approval.”
He further wrote that the brand “chosen colors and named them without my approval and hired people who worked for me without my approval stole my colorways without my approval stole my styles and material approaches without my approval took talent from the production side and sprinkled it across Adidas Originals without my approval.
“Even though they did a collaboration with Balenciaga, they completely slowed down the production of the shoes that Demma and I developed for Gap trying to intimidate Gap even though my contract says I can do casual shoes, which I was doing when I was doing fashion shows.”
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Kanye concluded by saying that Yeezy accounts for 68% of Adidas’ online sales. The rapper even called Adidas Adilette “fake Yeezys” back in June.
Source: GEO
